The ASA has received four complaints that the content of the ad was too sexual. It has not yet decided whether it will launch an official investigation into the ad.

The ad, which aired for the first time last week during a live episode of the Only Way is Essex, is part of the sex toys retailer’s Christmas For Grown Ups campaign.

Ann Summers claims the post 9-pm ad is the “sexiest TV ad ever”. It depicts a traditional festive scene including a Christmas tree, presents and Christmas crackers, before taking a “sexy Ann Summers twist”.

The ad features a couple including a woman wearing festive themed lingerie and a semi-naked man.

An “uncut” version of the ad aired post-11pm and online.

A spokesperson for Ann Summers says: “We have not been made aware of any complaints following the airing of our Christmas advert throughout the last week. Our current advertising campaign was designed in the spirit of Christmas For Grown Ups, and as a responsible retailer we have worked in conjunction with the approving body and the advert has only been aired after the watershed.”